ARF Engagement Council

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Upcoming Meetings

Next meeting to be scheduled soon. Please check back.

Past Meetings

AUGUST 20, 2008

In Chicago – Consumer Behavior and Influencing Bottom Line

Much progress is being made to establish Engagement as a key metric of success for advertising. Focusing attention on driving customers’ behaviors and influencing bottom line results is critical to enhancing the performance of advertising.

During this council meeting, we explored such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints. 

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PRESENTATIONS

Multi-Media Engagement Study (PDF, 404kb)

MAY 22, 2008

Moving Engagement Forward

The new Engagement Council is spearheading the effort to:

1. Move Engagement from a Research focus to an Advertiser focus
2. Move Engagement from a Theory perspective to an Action perspective

The definition of Engagement developed by an intra-industry committee, representing advertisers and suppliers, clearly focused on the consumer:

Turning on a prospect to a brand idea enhanced by the surrounding context.

It shifted the focus of the objective and measurement of advertising from reach/frequency and awareness/attitudes to behaviors.  While this definition opened a diverse dialogue around the value of developing and measuring from this new context, it also raised questions about what specifically was “consumer engagement.”  To respond to this challenge, it was proposed that a practical statement of “consumer engagement” would be.

Generating relevant behavior with the customer or prospect.

During this council meeting, two leaders in the advertising field presented their perspectives and experiences on the actual application of engagement in developing advertising campaigns. We explored the potential value of engagement as a way to enhance your advertising and make it more consumer and results focused.

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PRESENTATIONS

There is No EScore (PDF, 260kb)
How Do You Measure Engagement?
Engagement & Beyond (PDF, 276kb)

MARCH 20, 2008

Engagement Moves from Theory to Practice

The March 20th Engagement Council Meeting agenda included a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.

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PRESENTATIONS

Engagement Moves from Theory to Practice (PDF, 1.5mb)
Moving Engagement from Theory to Practice (PDF, 27.2mb)

Council Chairs

Greg Whiteman – United States Postal Service

Greg has a BA from Dartmouth College, a Master of International Studies from the School of Advanced International Studies, The Johns Hopkins University, and an MBA in Marketing from The George Washington University.

Greg has held a series of executive management positions in Product Management, Sales, Market Research, and Marketing Planning.

Currently Greg is the Manager, Market Research in the Market Strategy and Support Group in the Marketing group.  He is responsible for the ongoing market research, market and competitive analysis, customer analytics, and segmentation analysis and planning.

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